Book excerpt: Please note: This is a companion version & not the original book. Sample Book Insights: #1 Ninja innovations, those that live by the mantra Innovate or Die!, have changed the way we live, work, communicate, and travel. They’ve revolutionized our health, education, military, politics, economy, and art. #2 The future will be shaped by technology, and we must make the most of that time to prepare for it. The question is: How do we prepare for the technological progress of the next century, when so much is uncertain and unpredictable. #3 The battlefield in which companies compete is not the physical market, but the marketplace. To be able to adapt and survive, you must be flexible and able to shift your strategy in response to changing market conditions. #4 The two-by-two matrix applies to businesses, governments, and even people when analyzing a given situation. For businesses, the known known is the easy box to fill: It's pure metrics. But the unknown unknowns are trickier: variables like the future health of the economy, interest rates, employment, adoption curves, and pricing of competitive technology.